Hi FPT Wrapped 2025

You have done more than you think

The Hi FPT Wrapped is a personalized year-end recap feature for the Hi FPT app, summarizing users' activities in a fun, youthful way with vibrant colors and engaging visuals. It aims to make users feel the app is a caring companion, encouraging them to return and explore more.

Role: Product Specialist

Team size: 10+

Problem Statement

  • The app does not actively encourage exploration of new features, resulting in experiences that feel less exciting and creative.

Hypothesis

  • Wrapped feature with youthful, vibrant design will reignite user interest by providing a personalized recap of their yearly experiences, thereby increasing engagement and emotional attachment to the app.

  • With the right concept, Wrapped will not only deliver a fun experience but also convey deep empathy, reinforcing Hi FPT's image as a thoughtful companion in users' daily lives.

Market Research

Competitor Research

Spotify Wrapped

Highlights: Music evolution (e.g., "September: Lofi listener"), listening personality, AI podcast recapping journey. Pioneer in tech and features. 

-> Takeaway: Use tech to enrich presentation

Duolingo Year in Review

Highlights: Humorous style (e.g., "Safe from Duo?"), fun data use, XP ranking, streaks, mistakes for humor. Most humorous.

-> Takeaway: Weave concept in, highlight more features.

Zalo Lookback

Highlights: Creative concepts (e.g., "Memory bus" 2022, "End-year party" 2024), unique comparisons (e.g., connection time = 4 Earth orbits), interactive questions for surprises. Most nostalgic.

-> Takeaway: Add surprises via comparisons or questions before data reveal.

MoMo Lookback/Diary

Highlights: Humanitarian data (e.g., charity contributions), personal benefits (savings), minigames/hashtags for sharing. Strongest brand-user bond.

-> Takeaway: Expand data to humanitarian/personal benefits, add minigames for post-recap interaction.

Feature Target User

Age Group

  • Primary users of Hi FPT: 25–40 years old

Common user interaction with Hi FPT

  • Core features: Internet management, Customer support, and Payment

  • Engagement features: In-app games and Special offers/promotions

End-of-Year User Psychology

  • End of year is a time for reflection, evaluating achievements, and planning ahead.

  • Social media floods with recaps, creating pressure to share and compare, especially for ages 25-40.

  • Users feel mixed emotions: pride in successes (career, finance, family), hope for the future, anxiety if goals unmet (finance, health, relationships).

-> Apply by using recaps to highlight small wins and encourage positivity.

Data Preparation and User Archetypes Defining

To display relevant and meaningful data in each recap, we aggregated behavioral data into major categories. These categories determine which achievements and messages to highlight for different users.

  1. Usage Diversity: Level of feature exploration

  2. Interaction Depth: Depth of engagement

  3. Interaction Scope: Primary modules used including internet management, bills, support requests, and other extended features

Output

Based on these categories, we created content variations for the UI and defined 8 key user archetypes. These archetypes guide the tone, highlighted achievements, and personalized messaging in each Wrapped story.

Finance Master

Frequent payers & buyers → Focus on financial benefits

Connection Warrior

Social & feedback-active → Highlight community impact

Deal Hunter

Promotion-focused → Showcase savings

New Star

New/low-activity users → Warm welcome + simple wins

Internet Management Master

Network controllers → Emphasize proactive protection

Star of the Year

Consistent power users → Grand full-year celebration

Wise Pioneer

Advanced explorers & gamers → Celebrate innovation

Issue Management Expert

Support seekers → Acknowledge time saved & efficiency

Execution Concept

"You've Done More Than You Think!”

Recaps not just usage, but practical actions achieved through Hi FPT

2 Key Differentiators

Empathetic & Action-Oriented Storytelling

Unlike entertainment or social apps, we shift focus from "how much you used" to "what you actively achieved" – emphasizing proactive protection, savings, and meaningful contributions This aligns deeply with users' sense of control and accomplishment

Viral Engagement Loop

Recaps end with seamless integration to on-app minigames (e.g., lucky wheel spins), unlocking rewards and encouraging sharing. This creates a continuous event chain, boosting post-recap interaction and community buzz on Hi FPT channels.

Concept Realization Elements

To bring the “You've Done More Than You Think!” concept to life, the recap focuses on empathetic, action-oriented storytelling and meaningful data presentation. Some ways to highlight this concept includes

Transform raw data into motivating insights

Since current data feels transactional and lacks emotional value. The implementation includes:

  • Real Benefits: Quantify tangible gains (e.g., “Your 9 support requests via app saved ~135 minutes compared to in-person visits”).

  • Personalized Suggestions: Recommend unexplored features based on user behavior.

  • Cultural Surprises: Add delightful comparisons tied to Vietnamese context (e.g., “Your top 25% app access time in 2025 – a year of national pride and growth!”).

Personalized Perspective

Shift from app-centric phrasing (“Hi FPT helped...”) to user-centric (“You achieved...”), empowering users with a sense of agency. Examples:

  • “You protected your devices from 100 malicious sites.”

  • “You saved 59,000 VND through high-speed deals.”

Meaningful Content Layer

Beyond raw stats, add context that highlights real-life value

  • Proactive protection

  • Financial savings

  • Positive contributions (e.g., indirect ESG impact via FPT services, such as supporting Hope School initiatives).

Direct user to other Hi FPT experience

The recap ends with a seamless transition to on-app minigames (e.g., lucky wheel spins), unlocking rewards and encouraging social sharing to extend the experience.

User Interface Design

Key Visual Concept: "Bucket List Notebook"

The entire Wrapped experience is styled as a personal handwritten notebook – symbolizing users' yearly "bucket list" of goals and achievements.

  • Viewing the recap feels like flipping through pages of a journal, checking off what has been accomplished in the past year ("I've done more than I thought!").

  • Visual elements: Soft paper texture background, handwritten-style fonts, subtle doodles/illustrations (e.g., checkmarks, stars, shields for protection actions), warm youthful colors (pastels with vibrant accents).

  • This metaphor creates an intimate, reflective, and rewarding feeling – turning raw data into a personal story of progress.

Project Roadmap & Implementation

This phased approach ensures a focused MVP launch by October 2025, with full features and marketing push in December 2025

Project overview scope

Overall roadmap

Feature Metric

With the goal of delivering a fresh experience to user, engagement metrics are emphasized to assess how users are embracing the feature. According to data of the first 2 week launching the feature

Average Duration

6.98 minutes

2.64 minutes higher compared to Hi FPT average duration in 1H 2025, which is 4m34s

%user / MAU

1.6%

Total participation

39834 times

Conclusion

Hi FPT Wrapped 2025 is Vietnam's first year-end recap in an internet management app, turning everyday usage into an empathetic, action-focused story.

The feature is expected to boost engagement, encourage feature discovery, and drive viral sharing during the end-of-year season. With a phased rollout starting December 2025, this initiative will establish Hi FPT as an innovative, user-centric brand in the utility space.

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